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Market and Consumers

Market Trends

We follow developments in consumer behaviour and expectations and analyse trends in hot beverages. We adapt our products to the growing needs of care for general welfare, health and conscious nutrition, wellbeing and relaxation.

We encourage you to check out the trends you can respond to in our range of products.


Some consumers consciously reduce the amount of caffeine they consume

Scientific research indicates that caffeine improves basic cognitive functions such as attention, vigilance, and response time. At the same time, however, in addition to its benefits, caffeine can cause a number of problems, particularly among those who feel tired or weak. Too much caffeine leads to perceived anxiety and sleep problems, which are factors limiting brain work. Caffeine has not been proven to support key brain functions beyond focus or creativity. Some studies suggest that caffeine intake may inhibit the absorption of vitamins.

The growing trend of informed health care, which has been observed for years, is also linked to caffeine. Divergent opinions are widely expressed on the benefits of natural coffee consumption and a dose of caffeine that is safe for health. Consumers often do not know how much caffeine is in their diet, because caffeine is found in many other products. Therefore, a large proportion of consumers are seeking decaffeinated coffee or searching for alternative drinks, fearing that they consume too much caffeine.


Cereal and chicory beverages meet the expectations of those consumers who do not want to stop using coffee-flavoured beverages, but look for ways to reduce the amount of caffeine consumed.

Percentage of people reaching for decaffeinated coffee


Decaffeinated coffee is chosen by 8% of Polish people, and as much as 35% of the Spanish.

United Kingdom

Consumers in the UK are increasingly choosing decaffeinated coffee.



Sleep is becoming a scarce commodity

Consumers are increasingly aware of the impact of sleep on health and wellbeing. Sleep is an essential element of mental and physical health and the quality of sleep has a significant impact on mood and mental wellbeing. Research shows that one-third or even half of patients with chronic sleep problems have mood disorders. Consumers also point to the connection between caffeine and poorer sleep quality.


Cereal and chicory beverages do not cause any additional stimulation and do not disturb sleep. They can be drunk right before sleep. And also by children.

34% of American consumers put the improvement of sleep and rest quality on the top of their health priorities list.

43% of American consumers consider lack of sleep as one of the main factors that affect stress.

The percentage of consumers who want to reduce the amount of coffee they drink to improve sleep:



Plant-based diet showing an upward trend

The trend of increasing the share of plant products in food purchases is becoming more and more visible in many markets. Although the group of consumers who define themselves as vegans is not large, other consumers are eager to use vegan or vegetarian products to diversify and enrich their diet. There is an increased demand from consumers for healthier, plant-based products. Hot beverage manufacturers increasingly use the “vegan” label on their products.

Percentage of consumers who are willing to consume more plant products:

The number of designations of products as vegan and vegetarian worldwide in the category: coffee and other hot beverages



Consumers choose natural products with a simple composition

For consumers, the naturalness of food is an increasingly important factor in their choice of food.

The percentage of consumers in selected countries for whom natural ingredients are one of the main factors determining their choice of food:

Hot drink manufacturers, following consumer expectations, are introducing an increasing number of products with statements on naturalness, in particular: natural origin of ingredients, organic food, wholegrain products, no artificial additives, preservatives, and non-genetically modified food.

Percentage of hot beverage products that have labelling related to neutrality applied:

Clean label

The so-called clean label trend has been initiated by consumers, and stems from the need to buy foods that can be trusted, i.e. those that are “real” and close to nature. Products which contain known and recognisable ingredients, and which are free of artificial additives are increasingly being sought.

Consumers are increasingly looking at product labels and ingredient lists. They want to know the exact composition of the products, and want to eliminate such ingredients as sugar, fat and artificial additives.

The formulas of the cereal and chicory beverages that we offer have a simple composition, recognisable ingredients, are preservative-free, and non-genetically modified.



Food products have specific nutritional functions

Dietary fibre and its health functions are increasingly important for consumers and attention is being drawn to the link between well-being and the type of food consumed. This is reflected in scientific studies describing the system of the gut-brain axis and the correlation between the digestion process, and the functions of the brain and its development. Fibre-rich products support the health of the bowel and can contribute to improving wellbeing.

The percentage of consumers pointing to the relationship between body immunity and food ingredients supporting the gut

Interest in food supporting the digestive system and the gut is the result of scientific studies linking the health of the digestive system with other health problems, such as skin appearance and immunity. Consumers who are aware of this link are looking for ingredients in products that positively affect the digestive system.

Many scientific studies point to the role of fibre in maintaining good health (including bowel health) and reducing the risk of many chronic diseases. Fibre can enhance immune functions and the absorption of nutrients. Eliminating fibre shortage is now a mantra for anyone who wants to care for their health.

Fibre content in food is an important factor in the choice of food products. On average, 2 out of 10 consumers take this factor into account when buying food.

The percentage of consumers who choose food products based on their fibre content:

Functional ingredients that enrich beverages

Consumers are interested in foods with increased nutritional properties.

The percentage of consumers in selected countries who consumed functional or enriched food during the period of June-August 2020

Food as a source of vitamins and minerals

Consumers from different countries declare that foods that are sources of vitamins or minerals are one of the most important factors in purchasing food products.

The percentage of consumers for whom the factor: “Food is a source of vitamins and minerals” is one of the three most important when shopping:

Health is everything

A large proportion of consumers choose food or functional beverages to increase immunity, improve digestion, reduce stress, or strengthen bones.


36% of consumers choose food or functional beverages to increase their immunity


31% of consumers choose food or functional beverages for better digestion


23% of consumers choose food or functional beverages to reduce stress


28% of consumers choose food or functional beverages to strengthen bones

Data based on reports from Mintel 2021.